Passing dynamic values from ad tags to DFA Data Transfer files

Passing dynamic values from ad tags to DFA Data Transfer files

Background on the u= parameter in Ad Tags for Data Transfer

The u= parameter is a string that is appended to the end of the ad tag to pass custom data to be tracked in Data Transfer files.

The most common use is to pass non-targeted key-value information into the reports by replicating the key-values from the request string. Web developers, who typically handle ad tags, will append the u= parameter to pass the dynamic key-value data.

Here are a few best practices for using the u= parameter:

1. The total key-value string (including the u= string) has a limit of 511 characters. The u= parameter section of the key-value string in the ad tag has a maximum of 255 characters within that.
2. The values are not parsed in the Data Transfer files, so they show up as one string, hence the flexibility of how you insert data. For example, you could use an underscore ("_") to delimit the information inside the u=.
3. U= parameter cannot include any reserved delimiters, including ( "=", ",", "|" or ";")
4. The u= parameter should be placed in the ad request as the last key-value, apart from the ord=[random] value, which should always be the last key-value in the string.
5. The "Site-Data" column captures the u= data in the Network Impression and Click files.

Example: If a trafficker wants to capture the key-values age=12 and gen=male in the u=, the tag will look like this:

http://ad.doubleclick.net/ad/site/zone;key=value;sz=728x90;u=age_12-gen_male;ord=1234567890?

How can I include the u= value in my Ad Tags?

For every Placement, include the u= value and placeholder in the "Additional Key-Values" field and instruct the publisher where they should pass the value in.

Steps:

• The "Additional Key-Values" field in the Placement allows you to add the u= value and a placeholder that will be included in the ad tag for that Placement.
• Click into the applicable Placement (or follow the steps below when creating your Placement)
• Add u=[Placeholder] in the "Additional Key-Values" field for each applicable Placement. (See the screenshot below for an example.)

Example DFA Ad Tags w/ u= value and dynamic value Placeholder

Example Standard Ad Tag:

HREF="http://ad-emea.doubleclick.net/jump/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" BORDER=0 WIDTH=160 HEIGHT=600 ALT="Advertisement">

Example iFrames/JavaScript Ad Tag:

<IFRAME SRC="http://ad-emea.doubleclick.net/adi/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" WIDTH=160 HEIGHT=600 MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000'>

<NOSCRIPT>

HREF="http://ad-emea.doubleclick.net/jump/N2591.127182.CNNINTERNATIONAL/B7019024;abr=!ie4;abr=!ie5;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2591.127182.CNNINTERNATIONAL/B7019024;abr=!ie4;abr=!ie5;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" BORDER=0 WIDTH=160 HEIGHT=600 ALT="Advertisement">

</NOSCRIPT>

</IFRAME>

Example JavaScript Ad Tag:

<NOSCRIPT>

HREF="http://ad-emea.doubleclick.net/jump/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" BORDER=0 WIDTH=160 HEIGHT=600 ALT="Advertisement">

</NOSCRIPT>